#369 Scaling SaaS with Google Ads: Strategies for Success with John Horn

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Mehmet: Hello and welcome back to a new episode of the CTO Show with Mehmet. Today I'm very pleased joining me John Horn, who's the CEO of StubGroup. John, the way I love to do it is usually I keep it to my guests to introduce themselves. So tell us a little [00:01:00] bit more about you, your background, and what you are currently up to.

Mehmet: So the floor is yours.

John: so much for having me on the show here. And, uh, like you mentioned, I'm the CEO of StubGroup. We are a digital advertising agency. So that means that I, my team are working all day, every day with clients, helping them to navigate the world of digital advertising, helping them to connect with customers online, whether that be, you know, selling products online, selling physical services, selling information.

John: whatever they're trying to communicate. And so I get to work with an awesome team from around the world. I'm based myself here in Texas, near San Antonio, Texas. So we're going through a fun summer right now, enjoying, uh, enjoying a heat wave as, as usual. And, uh, yeah, look forward to chatting about Google ads and digital advertising and, and whatever else comes up today.

Mehmet: Great. Uh, talking about heat waves, uh, I'm in Dubai, so we have also like, Already it's usually hot, but we have a heat [00:02:00] waves like, you know, it was really really hot Uh all over the day. So anyway Good to have you good to have you with me here today, john Now, you know one of the things usually um, I like to start with is, you know, every guest I Have with me, of course, they have different views of You know, what is happening in the market currently?

Mehmet: I mean, what are like the strategies that they are seeing? So, you know, and on the show, as I was, we were chatting before we start the actual recording, you know, I told you, like, usually I talk about founders and tech startups and so on. And of course, what comes to mind is SAS companies. So what I want to ask you, uh, John today is how can SAS companies.

Mehmet: You know, align their go to market strategies with digital marketing in general. And let's specifically talk about like Google ads. Uh, so they can a little bit differentiate themselves in the market because we know whatever domain they are in [00:03:00] today, it's kind of a crowded market. It's hard to, to, you know, rely on the old style outreach, um, methodologies.

Mehmet: So what you're seeing in this space, what you're seeing, like really working, um, with the SAS companies.

John: You're absolutely right. It's a very crowded marketplace. And I think what we see work best for SAS companies and many other companies as well is what I would call problem oriented marketing, where it's, you really need to understand what is the problem that you are solving for your desired customer.

John: And then there's a couple of different ways that you're going to leverage that in your marketing. So let's take Google ads first with Google. Um, at least with. Traditionally, what people think of as Google, Google search, the beauty is that you can serve ads to people who are searching for specific things.

John: So you need to understand what are the problems that you're solving that people are searching. You know, if you have, I'll just make an example. I say you have a product [00:04:00] that, um, people who use Excel would want to use and you, you know, make it easier to. Whatever merge field to do some, some specific use case that people are searching.

John: How do I do this in Excel? Well, you can target ads to that people search, you know, how do I do X, Y, and Z in Excel? You can say, Hey, stop using, you know, stop using spreadsheets, use this to make your life better. And so that's what I would call problem oriented marketing on kind of the search side of things.

John: Now, outside of search, um, it's very important also to think through, you know, Other other places people are spending their time online, because a lot of people aren't necessarily searching their problems on Google. Um, one very interesting thing that we're seeing now, obviously, is LLMs like ChatGPT and whatnot becoming more popular for people to go to at the starting place to search for Google.

John: Answers to their problems, but people might not be searching. They might not even know that a solution exists, or they might not even realize that they have a problem until you point it out. And so that's where platforms like [00:05:00] Instagram, LinkedIn, you know, the paid social platforms can come into play where you can target the type of person.

John: Who might have the problem that you're solving and again, your marketing should focus your ad copy. Your video should focus on, Hey, are you having this problem? Here's the solution. And that I think is, is the really key aspect for, for SAS businesses right now to understand about their audiences and then exploit for lack of a better word in their marketing and in their messaging.

Mehmet: Very cool, John. But one thing I want to ask you about, because we were talking about SaaS, how, you know, the difference will happen between a B2C SaaS and a B2B. Now, I had a debate, uh, you know, a couple of months back with, with one of my friends about, you know, especially outside of Google, like the Instagrams and the others, like, do you think B2B should go that route also as well?

Mehmet: Because I'm saying you'd never know who would be using, you know, the app, you know, we never know who's behind the [00:06:00] screen. So what usually you advise, you know, your clients based on, again, their target customers, if they are B2B different than the B2C, because to your point, John, and this is something you made it very, uh, like interesting.

Mehmet: And I agree with you, you know. You never know where they are looking to, to, to solve their problems. So this is very important. I need to hear your opinion on that.

John: Yeah, it's a great question. I'll give, you know, the, the obvious answer first, obviously it, depends every, every business is going to have a different strategy, different audience.

John: But I think generally speaking, a lot of it comes down to what are the targeting options on different platforms? And a lot of the paid social platforms like Facebook and Instagram, as an example, actually have. Pretty good targeting options in the B2B space. So we can target people who have specific job titles, who work in specific industries, who are interested in things like, you know, small business owners, stuff like that.

John: Um, and [00:07:00] so for, for some B2B businesses, they're kind of so niched that it may be difficult for them to proactively find the right people for other people that targeting may actually exist pretty well. And they can go and use Facebook or Instagram, or of course, LinkedIn, uh, which is built as a B2B platform.

John: And so I'm not going to say that it's a good fit for every single in a B2B player, cause it's not, but for a lot of them, I think the targeting is good enough on those platforms that you can actually reach the right people. Because again, it is, it is people, whether you're going B2C or B2B, ultimately you're trying to get in front of a person.

John: And even though I, you know, run a company, if I spend time on Facebook or Instagram, um, I'm still going to find interesting an ad that's talking about how they, you know, a company can make my, my company more efficient or make more money or whatever the key, the use case may be. So for a lot of B2B businesses, they should definitely explore, I think, and test kind of that push.

John: Paid social marketing and see if they can get in [00:08:00] front of the right audience.

Mehmet: That's absolutely, you know, um, right. I say, John, and thank you for, uh, highlighting this. Now, the other phase that comes after choosing, you know, because you described also the process, right? So choosing, you know, target audience, the copy that they're going to use and so on.

Mehmet: So now the next phase, or let's say the next step would be trying to understand, you know, how people are reacting, which are like what we know with the metrics, right? And again, I know the answer, but this is for people who might be doing this for the first time, how important is, you know, Having a data driven approach in understanding, you know, what the customers are looking for.

Mehmet: And like, is there like any recommendation you can give them for, for having these metrics in front of them?

John: Metrics are incredibly important in any marketing, digital [00:09:00] advertising, and One of the beauties of digital advertising is how many metrics there are that you can track. Now, it's not perfect.

John: There's always going to be gaps in the data and things that you will have to infer or make assumptions about, but you can see so much information about how people are engaging with your ads and engaging with your website and what they're doing. So kind of the obvious things I would say are what we call Conversion tracking in the market, or just understanding what are the key interactions that people are taking with you either through your website or through phone calls, chats, et cetera, and mapping those back to where those coming from.

John: So if you have forms on your website for, let's say a free trial of your SAS product, you need to be. Um, monitoring that, tracking that and tracking it back to, okay, which campaigns, which ads, which keywords in the Google side of things, or which targeting on, let's say the Facebook Instagram side of things are driving those free trials.

John: And then ideally you want to track beyond that too. So not just free trials, but then [00:10:00] which ones are turning into paying customers and what are the patterns? Is it, Hey, this campaign drives a lot of free trials, but then people actually become paying customers at a very low rate. Whereas this campaign over here.

John: Doesn't have as many few trials, but actually has more paying customers. And so it's, you want to track all those things, track it back to the advertisements, driving things. And then also I'd say track things at a high level. So there's this idea of media efficiency ratio where because tracking isn't perfect and because people often.

John: See multiple touch points of your marketing before they convert, you know, they might see your Facebook ads. I might also see your Google ads and you can't just say, Oh, it was just Facebook or just Google that contributed to this, you know, this, this conversion. It was all of your things combined. So you want to look at, okay, how much revenue am I bringing in on a regular basis?

John: How much am I spending on marketing to achieve that? And how is my efficiency of that? So am I seeing my revenue increase as my marketing spend increases? And am I seeing at the same rate? Am I seeing the the efficiency come [00:11:00] down? So my revenue is increasing a little bit, but But now I'm making less as a ratio because I'm spending a lot of marketing dollars to drive that.

John: And so that's something I think it's important to track on a regular basis as well, to understand just the efficiency of the overall marketing you're doing and to sometimes reevaluate and say, you know what, let's maybe test putting money into this platform for a while and see how that impacts overall revenue, um, even if you can't always directly track things back.

John: And then also, I think the other important reality is, um, the, the The conversion lag, in other words, how the sales cycle, how long does it take for someone to actually become a customer in the B2B space? For some companies, that can be a long time. It can take months for someone to turn into a customer.

John: And when that's the reality, you've got to factor that as well into your analysis of your metrics, because you might be like, oh, hey, we didn't sign any customers this month. But if you're not, you know, signing an average customer for three months, well, you're not going to, so you've got to test things for [00:12:00] long enough to really see um leads work through your pipeline in your sales cycle to really understand whether or not a particular strategy or Or campaign or marketing message is working or is not working

Mehmet: Okay, that's very clear very straightforward.

Mehmet: I would say and very informative also john now one thing I'm not sure if this debate exists or not. I don't claim that. But, uh, do you think a startup can scale using Google ads? Like how much, you know, I would say scalability with Google ads give, give, um, you know, the SAS companies to get more customers to, to, to really become like on, on the growth.

John: I think many SAS companies can scale using Google ads. Um, obviously it depends on what's the size of their market and who is their market. So if it's a SAS business, it's really oriented towards, let's say enterprises. [00:13:00] You're going to have a harder time really scaling through Google ads because not that many enterprises are necessarily just Googling to find their solutions.

John: You know, they have more complicated processes and approved vendors and stuff like that. Yeah. Whereas, Hey, let's say it's, you know, going to all small businesses. Well, Hey, there's a ton of small business owners and marketing managers out there who are searching Google for solutions, and you can sell a lot of SAS through that.

John: So it really depends on, on who you're targeting. Um, I think. The way I kind of describe, let's say, you know, Google ads for businesses is a lot of businesses, a lot of startups think of Google ads as a magic bullet as we're just going to run advertising on Google and it's going to do amazing. It's going to fix all of our problems.

John: It's going to make us, you know, tons and tons of money. And I think it's really important to, to understand how you're using Google ads. And there's, I'd say two primary ways that you should be using Google ads. One can be proof of concept. So let's say you're, you're a new startup. You're trying to see, um, [00:14:00] test out your, your strategy, your marketing, see if you can get people to sign up, to pay you money, et cetera, well, you can use paid ads to expedite the process of figuring that out, because if you wait on trying to rank organically on Google.

John: You might never do that or might be six months or a year. You don't have time for that. So you can kind of shortcut that proof of concept and see, do people have this need? Are they willing to, you know, go to my website, sign up and pay me money. And so it can be useful for that. And then it can also be useful for, for scaling, for putting fire or putting fuel onto a fire.

John: If you have a strategy, it's already working. So let's say you've, you've got good processes in place. You're doing well, and you just need to get more leads into your pipeline. Google ads can be great. I think the, the pitfall that a lot of businesses fall into is saying, Hey, my business is not doing well, uh, Google ads is going to fix that.

John: The problem is if you're not, the business is not doing well, often that's because you don't have the right processes in place to, to handle leads. You don't have the right reputation online. You've got problems with your reputation. You don't have the [00:15:00] right market fit or price point or whatever the case is.

John: And so they want to. Pour a bunch of money onto that from Google ads, and they end up wasting a lot of that money because they're putting fuel onto a fire that's burning up their money rather than propelling their business. And so you've got to be really, really careful about, um, understanding the place of paid advertising and not viewing it as a magic bullet, but viewing it as, as fuel or as proof of concept for your business.

Mehmet: Very informative again, John. Now talking about burning and, you know, getting the outcome that they are looking for and so on, and coming back to startups as general, like, of course, startups, SaaS, you know, it can be in any domain, but startups, so how much important is, you know, doing a proper targeting, right.

Mehmet: And also, you know, part of this targeting, you know, How much, you know, you think leveraging [00:16:00] AI machine learning can play a role in getting this targeting strategy put in the right way?

John: Yeah.

Mehmet: Fantastic question.

John: The targeting is, is key. The internet, the internet is a very big place. So you can reach a whole lot of people and a whole lot of those people you can reach are not relevant to you.

John: And so it's really easy to waste money showing ads to the wrong people. So targeting is, is crucial. Targeting is, you know, as crucial as the actual ads themselves that you're displaying because your ads can be as, as, you know, they can be the best ads in the world. Um, but if you're showing, you know, ads for, um, a kiddie pool to someone who doesn't have kids, then it doesn't really matter how good your ads are.

John: You're just not going to waste your money. So, um, targeting is, is crucial. And. All of the major platforms at this point are using AI to assist in targeting. So, you know, back in the day, back in the quote unquote, good old days, you know, you would, [00:17:00] let's say Google as an example, you would have these tremendously long lists of keywords that you're targeting and misspellings and things, because there really wasn't much AI built into things.

John: And it was more about the humans. figuring out, Oh, if someone misspells this word this way, I can bid this amount for it. And my competitors haven't figured that out and I can get traffic and get conversions. That strategy doesn't really work anymore because of how good AI has become at inferring, uh, search intent and you know, what this person is likely to convert.

John: This person is not likely to convert. So with all the major platforms, um, most of them use, you know, more automated bidding strategies and things, once you are giving the system enough conversion data to work with. And so this kind of goes back to our conversation about tracking things as well, because the way that AI works is you say, look, This is what's happening from people that are reaching my website.

John: These people are filling out forms. These people are calling, these people are chatting, whatever the case may be. And so Google is learning from that and [00:18:00] saying, okay, here's, here's all the patterns behind the scenes that Google is able to figure out. Um, Oh, you know what, you know, time of day devices, what they're searching for, this is what they just searched for.

John: Um, these, you know, this, this kind of pattern is what we see working well. So when we see this pattern come up again. We should bid for that. We should show your ad because it's likely to convert. And so most successful in advertisers these days are just inherently using a lot of AI that's built into the platforms of Google and Facebook and Instagram that, that take that conversion data and then find other people that share those patterns.

John: But again, that goes back to, you've got to give really good conversion data to Google to work with, because if you feed it poor information, if something goes wrong and you're saying, Hey, these people are converting and they're not converting. Then Google is just going to go get you a bunch of other people who also aren't converting profitably.

John: So that's where kind of the humans need to be doing a really good job of understanding what are you feeding into the platform and monitoring that, you know, [00:19:00] making sure if something breaks, you fix it as quickly as possible. So forth

Mehmet: and so on. Fantastic. And, you know, I think here, john, like the concept of free targeting comes in, right?

Mehmet: So, um, and how much important is this? And because, you know, you mentioned something now that You know, knowing the intent of the person, right? So, um, where the privacy regulations and, you know, all these things come into the picture, like how hard it make it, uh, for, for, for people like yourself who are like doing this, uh, on, on, on a consultancy and implementation.

Mehmet: And of course, if someone wants to do that by themselves as a startup. So how this tricky part of the privacy also can be handled?

John: Yeah. Yeah. Privacy is something obviously that's top of mind for many people, top of mind for all the big platforms, top of mind for For all of the legislatures, both here in the U.

John: S. and abroad as well. So it's a very hot topic [00:20:00] and is, um, I think there's certainly a trajectory towards more privacy, which makes it more difficult for Digital advertisers to do exactly what they want to do or want to do historically, because, you know, the ideal for digital advertisers to know as much as possible about everyone so that they can show the most targeted ads that are most likely to convert to everyone.

John: And I think, um, much of much of privacy right now, kind of how it's being handled regulations wise. Is being implemented at the level of the big platforms. So Google, Facebook, Instagram, et cetera, they are kind of controlling how, how the privacy regulations that are being forced upon them are implemented or that they're proactively putting into place.

John: And then, you know, they're, they're allowing, okay, you can do this. You can't do this to their advertisers. So it's not that every advertiser has to go out necessarily and become, you know, a privacy expert and do a bunch of custom coding on their website or things like that, it's more, they have to understand.

John: How the platforms they use, Google, [00:21:00] et cetera, are what they are or not allowing them to do. And there's still a lot of, you know, very personalized advertising that's, that's available online retargeting. Like you mentioned, that's the idea where if you go to a website, you're probably going to start seeing ads for what was offered on that website as you go to other websites and browse the web.

John: And that can be, um, that can be very effective. Uh, you know, keeping a brand front of mind to consumers as they make a decision or to, you know, offering a coupon code. If you come back and complete a purchase, things like that. And then the platforms themselves are trying to be very careful about, you know, what you say in that remarketing.

John: And also there's many industries where you're not allowed to do remarketing. So for example, uh, many businesses in the, in health related industries, they can't remarket because Google doesn't want an advertiser saying, Hey, do you have, you know, Pick something diabetes, you know, and then someone sees the ad and says, wait, they know I have this.

John: This is, you know, personal confidential information. That's a problem. [00:22:00] Google doesn't want that. And so in some of those more sensitive, uh, verticals, Google just doesn't allow for marketing. Um, same thing for other platforms as well, because they want to keep privacy and they don't want to get sued and they don't want to get in trouble with the government either.

Mehmet: Of course, definitely. Now shifting to another thing and I think it happened to me, by the way, but I mean, it happened to me still. I didn't know much about this space more than I think 15 years ago, where, you know, I was trying to do something and I get my Google ads account suspended. So, um, you know why this happens?

Mehmet: Like, let's talk about the suspension. So what is it? You know, and why usually it gets suspended by Google.

John: Yeah, suspensions is something that, um, you know, step group. We spent a ton of time talking about. We're one of the leading resources in the world actually for helping people fix suspensions and policy issues because it [00:23:00] happens a lot.

John: So Google has a broad list of policies that you have to follow in order to advertise with Google. And then, um, there are all sorts of nuances and things within those policies that aren't particularly clear that Google doesn't really lay out. And so what happens is Google suspends a ton of ad accounts.

John: Last year, they suspended over 12 million advertiser ad accounts. What suspend means, as you experienced, it sounds like back in the day is they will not let you run any advertising on their platform. So they give you a red bar of death in your Google ads account and say, you violated this policy. You can't advertise with us.

John: And the only recourse to that Is to try and figure out what you did wrong or what Google thinks you did wrong, which are often two different things. And then appeal to Google and say, look, we, you know, either, Hey, we don't believe that we violated your policy. Please review this or, Hey, we found our mistake.

John: I'm sorry. We didn't realize that we were doing this. We're not going to do it again. You know, please let us [00:24:00] back on. And so it's usually a, a very challenging drawn out process of trying to fix suspensions. Now what Google is trying to do is they're trying to protect their ecosystem from bad actors, which is awesome.

John: And I'm grateful that they do that because there are tons of scam artists, you know, malware farms fill in the blank. There's a lot of websites out there that, um, we do not want. To be running Google ads because it would make the ecosystem dangerous to people who are using Google. And so Google is trying to ban all of that and keep their ecosystem clean.

John: The problem is, there's a lot of legitimate advertisers who also get caught up in that. Who either, you know, make a mistake, an honest mistake. Um, and when I say a mistake, I'm not talking about, you know, they had malware on their website. I'm talking about they, Accidentally had a redirect in their URL.

John: They didn't know there was was a problem. They didn't know that that was against Google's policies or, you know, they didn't have the right policy pages on their website communicating their refund and return policy or things like that. You just honest mistakes where, Hey, we didn't know it was an issue and yet we got [00:25:00] suspended.

John: And so, um, The, the reality is that Google is not particularly helpful to suspended advertisers. They really, outside of pointing you to vague policies that you've violated, they don't tell you exactly what went wrong. They don't tell you exactly why they flagged your account. They don't tell you exactly how to fix it.

John: And so, um, that's where, you know, StubGroup, for example, we'll work with businesses and because we've been doing this for over a decade, we have a lot of ideas about, um, what may have gone wrong and what Google may have flagged and thought is, is, you know, an issue or suspicious. And so we help businesses fix those things, whether that be in their ad account or their website or business information, wherever it is, and then help them to submit appeals to Google and walk through that process and ultimately try to get their account back because it can be.

John: Devastating to have a suspended account. So many businesses are relying upon Google for their advertising. And, um, when they're suspended, they just can't get that business that they need. And so it [00:26:00] can be a real problem for many businesses.

Mehmet: Yeah, it can be the end right for them. And, uh, now outside of, of what you just mentioned, like, is there like, um, uh, is there like any other like best practices they need to worry about?

Mehmet: I mean, do you, okay. Maybe it's a, uh, That kind of a weird question. Do you think a lot of people fall in this trap because they think they can do it by themselves and they don't seek help from professional people like yourself, John, like how important is to get someone who knows actually the ins and outs of, you know, the Google ads platform.

Mehmet: So they don't fall into the trap, especially because. You know, when I try to, to, to understand it, of course I need maybe a course or something like this. Right. So how important to seek the right help. So you, you, you avoid, and, you know, again, one thing I wanted to highlight, John, you know, especially for startups, how much this [00:27:00] can make it or like, you know, they can fail it if, if they don't do it the right way.

John: Yeah, there's, there's a couple of different answers to that. I think I'll, I'll answer the, the, the last question you asked there first, which is, you know, related to startups and this I've, I've seen startups go, go under, not be able to make it because of suspensions and not being able to, to prove concept and get customers.

John: And I've seen businesses, you know, almost go out of business or have to lay off a bunch of people. Um, but thankfully we're able to get them unsuspended in time and kind of stave that off, but it's, it can be make or break it. For, for many businesses, whether or not they're able to advertise through Google, uh, and sometimes other platforms, I think, um, a lot of businesses.

John: So most businesses, they have no idea that this is a thing until it happens to them. You know, they just kind of assume, well, look, Google wants to take my money. We're a legitimate business. Obviously if, you know, if we ever had a problem, we'll. They want my money. So of course, they're going to help me figure out what that problem is.

John: And so they just, they have no idea what the risk [00:28:00] factors are until it's too late until they've been suspended. And now in Google's mind, they're guilty until proven innocent. And they've got to try and prove, prove their innocence essentially. Um, and so that's one thing I'm passionate about is trying to help educate the market to say, look, no, actually, you need to be aware of people.

John: Google's policies, you need to kind of look through their best practices, look for red flags. Um, and we put out a lot of information through our YouTube channel for free for businesses to just, you know, watch and learn and understand, Hey, here are some of the common mistakes you might make with some of the things that you should be aware of now going to your question of, you know, should people hire experts to work with them?

John: I would say. Having experts on your side and people who are running Google ads day in and day out can be very helpful in avoiding suspensions. But even they're not necessarily, I can't tell you how many other agencies actually end up hiring StubGroup to fix suspensions for their clients, because it's just not a, a well understood kind of part of Google.

John: Most people don't. [00:29:00] Yeah, don't don't run into a suspension. Um, and they're just, you know, they know how to run Google ads. They can be doing a great job at that, you know, getting performance, but they just don't have the expertise of of all the different things that Google looks at when they might decide to asbestos to suspend an account.

John: So I guess what I'm saying is, um, Working with experts is probably always going to put you in a better place than if you're just doing things yourself. But just because you're working with an expert Google ads agency doesn't mean that they're expert necessarily in Google ads policy and the nuances of that.

John: And so you should, I mean, ideally you should find Um, an agency who is expert about that, who is talking about that online, but you should also as a business owner, as an advertiser, you know, be researching things yourself, be at least understanding what are some of the common mistakes that advertisers make that can cause suspensions and what are Google's policies so that you're mitigating the likelihood of running into a suspension yourself.

Mehmet: Absolutely. Fantastic. You know, and I like your approach for that, John, thank you for sharing. [00:30:00] Now, you know, as we're coming to an end, I know like, also you have, you know, while preparing, I get to know this that you have taught digital advertising to hundreds, thousands, hundreds of thousands of students. So, you know, what, what drives this passion for you for teaching?

Mehmet: And, you know, the other thing, and we were talking about like things that keep changing, how do you ensure that the, you know, the content stay relevant and, and, uh, impactful?

John: Yeah, great. Great questions. I, I enjoy sharing things with other people that I've found to work and just seeing them implement that on their end and seeing it work well for them.

John: Uh, whether that be, you know, students, whether that be other team members on our company, it's, it's very fulfilling to be able to, to share knowledge and share ideas and then see those things provide value to other people. Businesses to other people. I mean, that's, that's the entire business we're in as an agency, working with other clients.

John: Our success is completely tied to the success of our clients. [00:31:00] So it's fulfilling when we see that work well, it's frustrating when we don't see things work as well as we want them to. Um, but that's, you know, that's the business that we're in and that's what I'm passionate about. Um, when it comes to, you know, keeping up with things, yes, things are changing constantly.

John: Um, every day there's, there's a new change from the platforms, whether, you know, How they how they operate or how the back end advertising side of things works, or you know, what, uh, what best practices we're seeing work or not work. So there's always new things, which is fun. It does not get boring. There's a lot of variety to, uh, to the job and to what we do.

John: And I think really what we try to do to help the people who are following us for information is leveraging YouTube to create new content. When things change and say, Hey, you know, here's, here's what's changed. Or here's what we're seeing working well, or here's our analysis of a new feature from Google.

John: And so we'll create a video about that, put it out through our YouTube channel. And I believe a lot of people find [00:32:00] that helpful, um, because unlike some industries, you know, you can't, you can't write a book about Google ads, and then you're done because by the time you hit publish on that book, something will be wrong about it already.

John: Something will have changed. And so it's all about. You know, fresh, new information, new strategies and having a direct kind of path to where that content is coming from, which we like to use YouTube for that.

Mehmet: Absolutely. And, you know, I know, of course it's not a course or teaching by any mean, but I mean, even for the podcast, you know, Uh, things change very fast and, you know, I need to keep myself updated.

Mehmet: I mean, I need to make sure that, you know, whatever information we convey to the audience also need to be updated. So, but yeah, like again, like it's very impressive, John. And, uh, you know, thank you for doing this because I think, you know, this is part of, uh, what, uh, A lot of startup founders, they need to know about SaaS, also people in the SaaS industry.

Mehmet: They need to keep, you know, updated about what's happening in, in, in the [00:33:00] market and what's the best way to get a good, I would say a healthy, I would call it healthy growth, customer acquisition through the right channels. And, you know, digital marketing is indeed one of the Most important I would say nowadays because the old as we started the conversation the old ways are not working pretty much as They used to be and it's a crowded market Finally john where people can get in touch with you and you know know more about the services that you offer

John: Yeah, absolutely.

John: So our YouTube channel, just type StubGroup into YouTube. You'll see lots of that free content that I mentioned. And then our website StubGroup. com is a great place to go learn more about us. And if you're listening to this, watching this, if you are an advertiser or you're thinking about doing advertising, we'd love to chat with you.

John: We do a, we call it free consultation where we can either. Take a look at the current campaigns you're running and give you some ideas, or if you're not running anything, we can talk through kind of what an action plan would look like to test out platforms for [00:34:00] you. And, um, we'd love to have that conversation.

John: So StubGroup. com reach out through there and our team would love to chat with you.

Mehmet: Great. I will make sure that everything you mentioned. The YouTube channel, the website, they are available inside the show notes. So if you are listening to this on your favorite podcasting platform, you will find them in the show notes.

Mehmet: If you are watching this on YouTube, you will find them into the description. John, thank you very much for sharing, you know, all these insights with the audience today. It was very informative even for me also as well. So I really appreciate the time and you know, the You know all the content that you shared with us and this is for the audience This is how usually I end my show if you have discovered this podcast by luck and you know We just listened to this episode.

Mehmet: Thank you very much for doing so If you like it, please subscribe and share it with your friends and colleagues and if you are one of the loyal People who keep listening and watching us on youtube. Thank you for doing so and sending me their comments suggestions. Keep them coming And [00:35:00] I read them all Please, like, don't hesitate to reach out to me directly.

Mehmet: And as I say always, thank you for tuning in. We'll meet again very soon. Thank you. Bye